Greg Isenberg - How to write for the internet

How to write for the internet

Bad copy kills businesses, good copy makes them.

I think we’re entering an era where the best products don’t necessarily win, the best copy does.

Most people write copy like they are writing instruction manuals.

They got lost in explaining how the sausage is made and no one cares.

And even worse they use that same robotic copy in the content they create.

How to write good copy for the internet:

1. Paint a picture

Make your reader see, feel, and believe in the world you're describing as if they're living it. It's like telling a story that they become a part of.

2. Conversational tone

Write like you're chatting with a friend. It should feel easy and friendly, making your reader feel right at home.

3. Use line breaks generously

Space out your sentences like breathing spaces in a conversation. It makes everything easier to read and feels less crowded. People don;t have time to read dense paragraphs when you are competing with TikTok and Instagram.

4. Hone in on a single focal point

Keep your message tight around one big idea. It's like using a spotlight in a dark room to show off the most important thing.

5. Shows credibility with examples

Use real stories or examples to prove your point. It's like showing a picture to prove you've been somewhere cool.

6. Anticipates concerns and works through objections

Think ahead about what might bother your reader and talk it out. It's like answering their questions before they've even asked them.

7. Entertaining

Keep things fun or interesting so your reader enjoys reading. It’s like adding a dash of spice to make a meal tastier.

8. Know who you’re trying to reach

Write for someone specific, like you know exactly who they are, what they like, and what they need. It’s like picking out a gift for a good friend.

9. Show how the product works

Explain how things work in simple terms. It’s like explaining a game so everyone can play.

10. Has clear calls-to-action

Be clear about what you want your reader to do next. It’s like giving clear directions so someone doesn’t get lost.

11. Don’t be a robot

Put some personality in your writing. It’s like wearing your favorite outfit instead of a uniform.

12. Be different than your competition

Stand out by being yourself. It’s like choosing to dance to your own music when everyone else is doing the same dance.

13. Use positive words

Use words that make people feel good and hopeful. It’s like smiling through your words.

14. Avoid exclamation points

Use them sparingly. It’s like not shouting in a conversation.

15. Clear and concise

Keep it short and sweet. It’s like telling a story without adding unnecessary details.

16. Safe copy is risky copy

Dare to be different. It’s like taking a new path through the woods instead of the worn trail.

17. Be interesting, be brave

Write something that grabs attention. It’s like telling a story that no one wants to end.

18. Every word matters

Choose your words carefully. It’s like picking out just the right ingredients for a recipe.

I hope this guide has been helpful.

Remember that your words are more than mere carriers of information; they are the lifeblood of your online presence. Each sentence you craft is a bridge between you and the world, a chance to not just inform but to touch, entertain, and inspire.

The internet is a canvas as vast as the imagination, and your copy is the paintbrush. Choose your words with care, wield them with courage, and never forget that in the realm of the digital, where fleeting attention is the hard currency, being forgettably safe is far riskier than being memorably bold.

As you venture back into the world of ones and zeros, take these insights as your compass, guiding you to write not just for the eyes, but for the heart and mind.

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Next up, bookmarks I saved this week worth reading

#1

Zach 🏴 @zachpogrob "For me, not working is the real work." - @StephenKing 2:50 PM • Mar 5, 2024 0 Retweets 20 Likes Read 2 replies

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Lots of founders probably identify (and struggle) with this. Well-said.

#2

Cody Schneider @codyschneiderxx the real job of a founder is to synthesize information that looks unrelated but actually is 8:0 AM • Mar 5, 2024 0 Retweets 6 Likes Read 1 replies

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Could not agree more.

#3

HUNTER WEISS @Hunter_Weiss the power of a globally honest reviewer... MKBHD might have ended Fisker with this review https://twitter.com/RjeyTech/status/1764124119988125777 Rjey @RjeyTech Marques ended Fisker, the whole Company is in panic mode💀 12:15 PM • Mar 4, 2024 597 Retweets 6176 Likes Read 131 replies

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The power of creators.

#4

MrBeast @MrBeast This past year i’ve slowed down our videos, focused on story telling, let scenes breathe, yelled less, more personality, longer videos, etc. And our views have skyrocketed! My fellow YouTubers lets get rid of the ultra fast paced/overstim era of content. It doesn’t even work 💀 6:14 AM • Mar 3, 2024 8508 Retweets 201331 Likes Read 8557 replies

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Observation: more and more people want slower, less cut up, more amateur type video. And now Mr. Beast is even saying it.

#5

unusual_whales @unusual_whales JPMorgan, $JPM, has developed an AI-driven management software that has slashed manual work by nearly 90%, per NYP. 4:47 AM • Mar 6, 2024 486 Retweets 3343 Likes Read 127 replies

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The saying "AI will create more jobs than it replaces" I don't think will be true. AI will make companies more profitable than ever and many junior/mid-level folks will lose their jobs.

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Thank you for reading Greg's Letter. I hope you found it valuable. Forward to a friend if you did or share on social to get others thinking.

I'll keep writing if you keep reading. I read every reply if you care to reply :). You might get an answer back.

Until next week.

Be well,

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